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The Ultimate Public Relations Masterclass (Udemy.com)

Everything you need to know to be successful at PR in a digital (and AI-powered) world

Created by: Heather Baker, MBA

Last updated May 2025

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What you will learn

  • How to build a PR strategy that generates leads, makes your brand famous, builds a community and attracts customers.
  • How to use PR to increase traffic to your website.
  • How to manage, implement and measure the success of your PR strategy.
  • How to present your PR strategy to stakeholders, get buy-in and secure budgets.
  • How to persuade journalists and influencers to endorse your company.
  • How to use social media, video, content and traditional media to gain publicity.
  • How to enter awards and increase your chances of winning.
  • How to launch your PR career, including finding a job and choosing a specialism.
  • How to write for PR.
  • How to generate your own media stories.
  • How to manage a crisis / handle negative publicity.
  • How to build authority and thought leadership through the media.
  • How to find out which journalists are worth targeting.

How it compares

Against the other 173 rated Udemy courses in Marketing on CourseDuck:

  • Rating4.5 out of 5higher than 59% of them
  • Reviews3,694#9 of 174 by number of reviews
  • Length2.8 hoursshorter than 60% of them
  • Last updatedMay 2025earlier than 52% of them

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Course Description

This course will equip you with everything you need to become an expert public relations professional. It’s packed full of case studies, statistics, checklists, templates and practical activities that bring the theory to life.


The first section of the course introduces PR and shows you why it is valuable to any business and how it has changed over the last 10 years – there have been some exciting developments that have made PR more interesting and relevant than ever before.


Then, we look at all the research you need to do before you plan a winning PR strategy.


You’ll then learn how to work with ChatGPT (or other genAI platforms) to create stories that reinforce your brand messaging and capture your audience’s attention.


Next, we look at all the tactics required to ensure that your stories genuinely reach the right people: from media relations to social media, awards, events and video. And we’ll cover how to write for different audiences. You'll get the opportunity to create a media list and to write your first media pitch.


Then you will learn how to bring this all together into a comprehensive public relations and communications strategy that shows what you’re going to do, why you’re going to do it and how you’re going to do it.


We then cover important concepts that you will absolutely need to understand if you’re going to work in PR: the ethical and legal considerations of PR activity.


Finally, we look at how to have a successful PR career, including how to find a great job, choose your specialist area and how to maximise your chances of success.


Bonuses included


  • Get help from the instructor and a community of seasoned PR pros by joining our exclusive Facebook group, or interacting on Instagram.

  • Get my list of my 50 top tools for PR pros after you have completed the course.



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Instructor Details

Heather Baker, MBA

Heather Baker is the founder of The AI Edit, a lead generation consultancy that helps B2B businesses find the customers that need them the most - even when AI changes the game. She combines 20 years of B2B lead gen experience with deep, practical AI expertise.

Heather founded, built, and sold a seven-figure PR and lead gen agency, generating millions of leads for her clients. She then served as CEO of a top-50 UK agency, growing it to £14m revenue with clients including Amazon, HSBC, Lego, and Transport for London. She launched the company's AI department and oversaw the development of a flagship AI product.

She has since trained over 1,400 leaders in AI and developed a system for incorporating AI into lead generation strategy.

Heather holds an MBA from London Business School and a Master's in Psychology. She has won 14 industry awards from over 20 nominations, including Ethical AI Leader of the Year 2025.

She currently runs The AI Edit, offering live training, an AI growth community, and lead gen consulting.

She is also the founder of The Humans in the Loop, a content, media and training brand that helps people think clearly about AI. This includes content on YouTube and Substack that looks at AI through a critical lens; a monthly Insider's AI Briefing (a live session covering the top AI stories from the last month) and her highly rated CPD-certified course, AI Fluency for Leaders.

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Reviews

4.5

3,694 ratings on Udemy

Select a bar to show only those reviews.Select the bar again to show every rating.

By Pratik Bijlani on 9/17/2026

My experience with the course so far has been very positive. The exercises have been practical and have helped me understand how to approach PR in a more structured and creative way. I especially enjoyed working on real-world examples and learning how to identify audiences, develop story ideas and build targeted media lists. The course has also helped me connect my existing journalism experience with the skills required in PR, while giving me a better understanding of how to create stories that are relevant to both clients and the media.

By Sabine Obermayr on 9/5/2026

I liked the course for the educational purposes and well delivered information, but my intention was not to work through each of the tasks.

By Blessing Uchepuh Simon on 8/18/2026

I have enjoyed the course. i got to see, read, ask questions, work on projects and made more findings on PR as i journied through the course, it was eye opening, practical and educative.

By Nwosu Amarachi on 8/14/2026

I found the course useful and relevant to my work in PR. The practical examples and assignments helped me better understand how to approach PR strategy, media relations, storytelling and measurement. It was a good match for me because I could relate many of the lessons directly to my day-to-day work and also identify areas where I can improve.

By Inspiration Agency on 7/10/2026

The teaching itself and video are wonderful. Entering "assignments" or worksheet are not as easy and I think you should stick to more detailed quizzes.

By Antoinette Venter on 6/30/2026

A heartfelt thank you to Heather for the Ultimate Public Relations Masterclass on Udemy. Your insights into PR strategy, media relations, and reputation management were invaluable. I truly appreciate the practical knowledge you shared, and I’m excited to put it into practice in my career.

By Fatih Gucuko on 6/3/2026

All is fine but wish there was some practice exemples

By Mike Young on 1/30/2026

This course is very well structured, with everything very clearly described and explained. The presenter speaks very clearly with good diction, which makes the course easy to listen to. The graphics are also excellent, so the course is easy to watch. All in all, a 5* course.

By Bastian Grosse on 10/22/2025

Comprehensive course with many useful exercises. 99% of the lessons are well taught and designed. The only thing I would revise are the quizzes. They could be longer, more challenging and they should be after each section.

By Diana Roever on 10/21/2025

Easily the best course I took on the matter - and even the best experience on Udemy so far! More often than not a three hour course here results in one page written in my notebook. But this one here is so concise and rich in detail, I am absolutely thrilled to have gained its knowledge. The teacher shares her experience in a very down to earth way, speaks a wonderful english (which is easy to understand even for non-natives) and covers all important aspects without using a single word too many. So all of the three hours is essential and time well spent. I liked the mix of exercises and quizzes to try or test what I just learned - and smiled a good deal about the feedback texts to my answers (nailed it!). The concept (content, exercises, quizzes, facebook group, contact email) is well thought through and adds value in the long run. A few more examples and case studies here and there are the only thing I can think of to further improve the learning experience. Not that the content needed more illustration - but sometimes the student might benefit from a short break from the compact, rich material :)

By Terina Rowles on 11/22/2020

This course is well done - I just don't understand that questions are asked in the quiz that we have not yet covered

By Corwin Rhynes on 11/15/2020

Great!

Showing 12 of 299 reviews

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Quality Score

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Overall Score : 90 / 100